Membership

Daily Buzz: Why You Should Be Livestreaming

By / Oct 8, 2019 (Youngoldman/iStock/Getty Images Plus)

Want to boost member engagement and your association’s credibility? Try livestreaming. Also: Create a work culture built on purpose.

Updating your association’s tech toolbox? Here’s another solution to add: livestreaming.

“Livestreaming is a type of video broadcasting that enables enterprises to handle internal and external communications in real time, at scale, and across the globe,” said Stacy Nawrocki, head of product marketing at Watson Media and The Weather Company at IBM, in an interview with CMSWire.

About 73 percent of B2B brands report positive results from livestreaming—yet many marketers and brands aren’t taking advantage of the tool and its benefits.

Like video, livestreaming boosts audience engagement, Nawrocki said. But unlike video posts on social media, livestreaming’s ability to interact with viewers in real time can also boost an organization’s credibility. That’s because answering member questions on the fly, for instance, forces team members to respond without following a script, often providing more honest answers. This can create more trust between viewers and your association.

Of course, you’ll need to ensure your livestream is accessible to all audiences and devices. Captioning is critical for those who may be deaf or hard of hearing, and a good livestream platform will allow users to stream from multiple devices.

Build an Intentional Culture

Your organization’s culture shouldn’t just happen. It should be cultivated with intent.

“No matter how you look at it, taking good care of your employees so that they can take good care of your customers is a brilliant business decision,” writes John Spence in his book, Awesomely Simple.

Chelsea Brasted from Association Success points to Spence’s philosophy of creating a “culture by design,” rather than a “culture by default,” as a way to keep top talent happy, increasing the chance that they’ll stick around.

So, look to your organization’s mission and define the values most important to achieving  it. That’s what you should be building your culture around.

Other Links of Note

Providing honest feedback can be challenging. Harvard Business Review explains why you shouldn’t sugarcoat your employee reviews.

Feel like an impostor at work? You’re not alone, says Jason Saltzman, founder and CEO of Alley. Inc. has the story.

How do you reach your potential when you’re being held back at work? Confronting and educating others on workplace discrimination are key, according to Stephanie Sarkis for Forbes.

Sophia Conforti

Sophia Conforti is a contributor to Associations Now. More »

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